LMU’s Center for Asian Business once again hosted a training program for MBA students from Yonsei University, one of the oldest and most prestigious universities in South Korea. The weeklong program focused on “Innovation in the Entertainment Industry” and included lectures at LMU and corporate visits to local entertainment companies including Sony Pictures Entertainment, Electronic Arts, YouTube and Walt Disney Animation Studios.
“We are very fortunate to be able to host Yonsei’s GET (Global Experience Trip) Program three years in a row,” said Yongsun Paik, director for the Center for Asian Business. “This training program presents a great opportunity to promote LMU to the international community. The 35 MBA students were very impressed with the intriguing lectures and educational corporate visits.”
Yonsei students were treated to morning lectures by Julian Saint Clair, LMU assistant professor of marketing, who discussed the art and science of brand storytelling; Steve Rossmann, senior director of entertainment at United Entertainment Group and LMU adjunct professor of marketing, who described the ever-changing business of the entertainment industry; Susan Scheibler, LMU associate professor of film and TV studies, who shared her expert insights on transnational media; and Yongsun Paik, LMU professor of international business and management, who spoke on global talent management implications for Korean companies.
Afternoons were spent visiting local entertainment companies including Sony Pictures Entertainment, the American entertainment subsidiary of Japanese multinational technology and media conglomerate Sony; Electronic Arts, a leading video game company; YouTube, a distribution platform for original content creators and advertisers large and small; and Walt Disney Animation Studios, creator of animated feature films, short films and TV specials for The Walt Disney Company.
A farewell lunch reception and awards ceremony took place on the final day of the program. Feedback from Yonsei students was overwhelmingly positive. They enjoyed their time in Los Angeles and learned a lot of valuable information about how the entertainment industry operates and how it has changed over the years.
“The movie “La La Land” has certainly increased the reputation of Los Angeles as the entertainment capital of the world,” said Paik. “I hope we will be able to continue with this program in the future.”